Think the LFS experience is dead? Research shows the in-store experience still matters

Although small businesses like local fish stores and pet stores struggle against big box stores and online retailers, there is still hope as a new research report from InMoment, a customer experience management company, shows human interaction and the in-store experience still matter for shoppers.

InMoment’s 2017 Retail Trends Report surveyed over 30,000 consumers about their thoughts around the in-store and digital experience. In the report, the company states, “Its findings stress the urgency in not only engaging in conversations with customers, but mining and acting on the insights from those conversations.”

It also shows that retailers should focus resources on creating a great experience to boost in-store sales. The report showed the top three reasons customers visit a store in person are: location (63%), past positive customer service experience (33%), and overall quality of products and services (28%).

Other key observations were the instant gratification shoppers get by going to a brick-and-mortar store as well as being able to better assess the quality of a product first hand.

Exploring the mindset of the online vs. in-store shopper also yields some interesting observations that could be helpful to both sides of this hobby.. For example, consumers cite convenience as their primary reason for shopping online. But while variety of selection also is important, product quality was rarely mentioned. This suggests while consumers keep quality top of mind in store, it may not be a priority when
shopping online.

Another way to look at this is that ecommerce retailers and brick-and-mortar retailers can certainly coexist and learn from each other. By listening to what shoppers need both digital and in store, retailers on both ends of the spectrum (as well as retailers that have both presence in both worlds) can navigate the ever-changing landscape.

While this may be a lot easier with higher budgets of major retailers, there are still some things smaller stores can focus on to make it a more inviting experience. First off, do your best to make the store as inviting as possible — keep things clean, uncluttered and welcoming. You don’t need to jam shelves full of everything, creatively displaying products can make them more inviting.

Get to know your customers and make sure to ask their opinions and what they need. Make it about them and tailor the experience that way. Being a knowledgeable resource about your products and livestock is always one of the key areas customers appreciate about a LFS.